課程大綱
課程名稱 (中)行銷管理
(英)Marketing Management
授課教師
鍾文漢
職稱
兼任助理教授
學分數
3.0
修別
必修
先修科目
All participants are expected to have some basic knowledge of economics
and international business.
課程目標
The course aims to provide a platform for review and discussion of essential issues
related to marketing management. The topics include the following: marketing
philosophy and strategy, analysis for marketing decisions, and marketing
decision-making, etc. The course will also explore the emerging concept of “Holistic
Marketing” which states that everything matters in marketing: internal marketing,
integrated marketing, relationship marketing, and socially responsible marketing.
The learning goals associated with this course are for students to:
1. Acquire an understanding of business organizations’ marketing strategies;
2. Develop analytical and communication skills for use in international operations within
firms of all sizes;
3. Understand marketing in action and concepts in practice at large and small real world
companies.
Course Outcomes
A. Theory and practice of marketing management
On completion of this course students should:

have acquired an ability to apply the basic marketing concepts and tools for
competitive and strategic analysis in the international environment;

be familiar with a range of current marketing issues and strategies;
1

be aware of major international marketing management problems and their
resolution.
B. Personal skills
At completion of this course students will have:

enhanced oral and written communication skills in English, and

strengthened analytical skills.
教學方式
The objectives of this course will be achieved through a combination of lectures,
video presentations, case studies, student presentations, and class discussion.
The instructor will assign cases to participants for presentation in each session
beginning Week 2. The responsibilities of the presenter are:
(1) identifying key points of learning in the case and leading class discussion;
(2) commenting on the significance of the case and
(3) preparing a hard copy of the presentation for each participant in class.
All participants are expected to be punctual for every session. Also, participants’
superb presentation of materials using ‘Powerpoint’ and rigorous class discussion are
essential to knowledge generation from this course.
課程要求/評分標準
Class participation and presentation 50%, Mid-term Exam 25%, Final Exam 25%
主要教材(Prescribed Text) Marketing Management: An Asian Perspective (4th
edition) by Kotler, Keller, Ang, Leong, and Tan (KKALT). Publisher: Prentice Hall:
English ISBN: 013-198262-1
參考書目(Optional Reading) Marketing Management by Russell S. Winer (3rd
edition) Publisher: Prentice Hall: English ISBN: 013-229631-4
課程大綱
Week 1: Overview of course objectives and topics to be covered; course
administration
Understanding Marketing Management
KKALT, Chapter 1- Defining Marketing for the 21st Century & Chapter 2 Developing Marketing Strategies & Plans.
Case 1- Coca Cola; Case 2 - Nike.
2
Week 2: Capturing Marketing Insights
KKALT, Chapter 3 - Gathering Information & Scanning the Environment &
Chapter 4 - Conducting Marketing Research & Forecasting Demand.
Case 3 - Cisco; Case 4 - Sony.
Week 3: Connecting with Customers
KKALT, Chapter 5 - Creating Customer Value, Satisfaction, & Loyalty
Case 5 - Dell
Week 4: Connecting with Customers (Cont’d)
KKALT, Chapter 6 - Analyzing Consumer Markets
Case 6 - Disney
Week 5: Connecting with Customers (Cont’d)
KKALT, Chapter 7 - Analyzing Business Markets
Case 7- LG Group
Week 6: Connecting with Customers (Cont’d)
KKALT, Chapter 8 - Identifying Market Segments & Targets
Case 8 - HSBC
Week 7: Building Strong Brands
KKALT, Chapter 9 - Creating Brand Equity & Chapter 10 - Crafting the
Brand Positioning
Case 9 - Samsung & Case 10 - Shanda Interactive Entertainment
Week 8: Building Strong Brands (Cont’d)
KKALT, Chapter 11 - Dealing with Competition
Case 11 - Nestlé
Week 9: Mid-term Examination
Week 10: Shaping the Market Offerings
KKALT, Chapter 12 - Setting Product Strategy & Chapter 13 - Designing &
Managing Services
Case 12 - Toyota & Case 13 - Singapore Airlines
3
Week 11: Shaping the Market Offerings (Cont’d)
KKALT, Chapter 14 - Developing Pricing Strategies & Programs
Case 14 - eBay
Week 12: Delivering Value
KKALT, Chapter 15 - Designing & Managing Value Networks & Channels
Case 15 - Thaigem
Week 13: Delivering Value (Cont’d)
KKALT, Chapter 16 - Managing Retailing, Wholesaling & Logistics
Case 16 - Wal-Mart
Week 14: Communicating Value
KKALT, Chapter 17 - Designing & Managing Integrated Marketing
Communications
Case 17 - Intel
Week 15: Communicating Value (Cont’d)
KKALT, Chapter 18 - Managing Mass Communications: Advertising, Sales
Promotion, Events & Public Relations & Chapter 19 - Managing Personal
Communications: Direct Marketing & the Sales Force
Case 18 - Li Ning & Case 19 - Yahoo!
Week 16: Creating Long-Term Growth
KKALT, Chapter 20 - Introducing New Market Offerings
Case 20 - Nokia
Week 17: Creating Long-Term Growth (Cont’d)
KKALT, Chapter 21 - Tapping into Global Markets & Chapter 22 Managing a Holistic Marketing Organization
Case 21 - Haier & Case 22 - Starbucks
Week 18: Final Examination
4